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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Wongkar, Cheisy Theresia
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Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER SATISFACTION OF STARBUCKS COFFEE MANADO Wongkar, Cheisy Theresia; Saerang, David Paul Elia; Gunawan, Emilia Margareth
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 13 No. 01 (2025): JE. Vol. 13 No 1
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v13i01.60388

Abstract

This study aims to analyze the effect of brand image and product quality on customer satisfaction at Starbucks Coffee Manado. The approach in this study, using research with a quantitative approach and a research model using multiple linear regression analysis. Data was collected through questionnaires and literature.  The sampling technique uses purposive sampling technique, which in the implementation of this technique uses a type of non probability sampling. Respondents in this study were 92 respondents. The results showed that, 1) Simultaneously, brand image and product quality have a significant effect on customer satisfaction at Starbucks Coffee Manado. 2) Brand Image has a positive and significant effect on customer satisfaction at Starbucks Coffee Manado. 3) Product Quality has a positive and significant effect on customer satisfaction at Starbucks Coffee Manado.   Keywords: Brand Image, Product Quality, Customer Satisfaction
Co-Authors David Paul Elia Saerang Emilia Margareth Gunawan